Establishing positive relationships with the media is like buying insurance. You don’t need them until you need them and when you do, it may be critical.

However, relationship building is something that takes time and effort. Businesses need to put in the work before they need help, but it is well worth the effort. Establishing your company as a go-to source for topical information is a great way to become a respected voice reporters can count on.

Organizations can also provide reporters with added value in the form of information or background on a topic that a reporter is writing about, or by sharing experiences about an in-the-news trend.

Media relations and outreach is key to building engagement and focuses primarily on an organization’s interactions with news outlets. When media relations works the way it should, it results in a mutually beneficial relationship between a brand and a news outlet. A business that gets official media buy-in based on credibility and authority will reach a wider and more engaged audience. A media outlet that gets solid news tips from a business will regularly check in to extend and grow the relationship.

 

The media needs stories and reliable sources of information. Businesses with real news need buy-in from media outlets to get their stories out. When the two work in lockstep, both sides can benefit.

MEDIA SUPPORT EQUALS CREDIBILITY 

A company’s credibility improves when news outlets publish stories about their goods or services on reputable platforms. Earned media, or organic coverage of your brand, is one of the best endorsements a company can receive if the stories are positive. It is also a great way to build brand awareness and engage with customers through the media.

With fewer newspapers publishing these days, it’s more challenging—and more important—than ever to know how to pitch ideas and interact with the media.

Having a team member with a journalism background is an advantage as their experience in communicating with reporters can bring added value. The ability to pitch ideas that capture the media’s attention has become a valuable skill as the news industry continues to downsize and the number of working reporters diminishes.

BAD NEWS ALWAYS TRAVELS FAST

Negative news always gets press. The saying “If it bleeds, it leads” is not without merit. The media may be nowhere to be found when you want publicity for something positive, but if something bad happens, you will likely see it on the nightly news. Bad news travels fast and the emergence of social media means it is now shared at lightning speed. This is why media relations can be a game changer.

Having personal relationships with reporters means you can pick up the phone and get someone to listen to your side of the story. And if you have been cultivating the relationship for a while, the reporter may be more inclined to believe you than a random tweet they see on social media.

Relationships establish credibility and credibility is important in a crisis. Knowing who you are talking to can mean the difference between having to refute an inaccurate or misleading claim, and being able to tell your own story the way you want it told so you have control of the narrative. Reputation repair can be difficult.

In an emergency, established media relationships can mean the difference between coming out on top or having to claw back up from the bottom.

PROACTIVELY SHARE YOUR GOOD NEWS 

Successful media outreach is a two-way street. Businesses with relevant news that work together with media outlets by sharing compelling stories learn to rely on each other for updates and information. Organizations that position themselves as trusted news sources are more likely to also get buy-in from the media when they offer up softer features for press coverage. Establishing personal contacts is the name of the game. The added value of such relationships is building brand awareness, which in turn helps create buzz about your product, services, or business.

Here are four tips to help establish positive relationships with reporters:

• Respect deadlines
• Follow up
• Don’t always contact reporters with a pitch
• Interact with reporters on social media

CRISIS CONTROL IS EASIER WITH MEDIA BUY-IN

If bad news about your organization blows up in the media, crisis control can be tricky. A company that has worked to establish credible news sources will have a better chance of getting its side of the story told in a favorable way, and will have more control over messaging. An active relationship with the media is vital when a crisis strikes. Rumors can destroy your brand, so getting a media statement out fast to the right people can be key. The time you invest in media relations and media outreach will produce lasting relationships that can potentially make or break your business in times of crisis.

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Evan Nierman is Founder and CEO of Red Banyan, a global crisis PR firm, and is author of The Cancel Culture Curse and Crisis Averted.